Elaboration likelihood model example. Elaboration Likelihood Theory Explained 2022-10-29
Elaboration likelihood model example
The Elaboration Likelihood Model (ELM) is a influential theory in the field of psychology that explains how individuals process and evaluate information. According to the ELM, there are two pathways through which information can be processed: the central route and the peripheral route.
The central route to persuasion occurs when an individual pays close attention to the content of an argument and carefully evaluates its validity. This type of processing requires effort and cognitive resources, and is more likely to occur when the individual has a high level of motivation and ability to process the information.
The peripheral route to persuasion occurs when an individual relies on superficial cues, such as the source of the argument or the way it is presented, to make a decision. This type of processing requires less effort and cognitive resources, and is more likely to occur when the individual has a low level of motivation or ability to process the information.
One example of the ELM in action is a political campaign. Suppose a candidate is running for office and wants to persuade voters to support their campaign. If the candidate presents a well-reasoned argument backed by evidence and addresses the concerns of the voters, the voters are more likely to be persuaded through the central route. On the other hand, if the candidate relies on emotional appeals or uses flashy graphics and slogans to distract from their lack of substance, the voters are more likely to be persuaded through the peripheral route.
Another example of the ELM is consumer decision making. Suppose a consumer is considering purchasing a new product and is presented with information about the product's features and benefits. If the consumer carefully evaluates this information and makes a decision based on its merits, they are using the central route to persuasion. However, if the consumer is influenced by the product's packaging or the recommendation of a trusted friend, they are using the peripheral route to persuasion.
In conclusion, the ELM is a useful framework for understanding how individuals process and evaluate information. It highlights the role of motivation and ability in determining whether an individual will engage in careful analysis or rely on superficial cues when making a decision.
The Elaboration Likelihood Model (ELM) is a theory that explains how people process information and make decisions. It was developed by Richard Petty and John Cacioppo in the 1980s and has since become a widely accepted and influential theory in the field of social psychology.
According to the ELM, there are two routes to persuasion: the central route and the peripheral route. The central route occurs when people carefully consider the arguments and evidence presented to them and make a decision based on the merits of the information. This is more likely to happen when the topic is personally relevant or the individual has the motivation and ability to process the information.
On the other hand, the peripheral route occurs when people rely on superficial cues, such as the speaker's credibility or the attractiveness of the presentation, to make a decision. This is more likely to happen when the individual is not motivated or lacks the ability to process the information deeply.
An example of the ELM in action is a political campaign. When a candidate presents their platform and policies in a debate, some viewers may carefully consider the arguments and evidence presented and make a decision based on the central route. However, others may rely on superficial cues such as the candidate's appearance or the way they speak and make a decision based on the peripheral route.
In conclusion, the ELM is a useful theory for understanding how people process information and make decisions. It suggests that there are two routes to persuasion, the central route and the peripheral route, and that individuals may rely on one or the other depending on their motivation and ability to process the information. Understanding the ELM can help marketers, politicians, and others better understand how to effectively communicate and persuade their audience.
Elaboration Likelihood Model (SOCIAL PSYCHOLOGY)
What is elaboration likelihood model used for? Peripheral cues can be the number of message arguments, music, affective reactions generated by the ad and so on. How to spell elaboration? They aim to capture the audience's attention, create assurance, spawn preferred attitudes, create social norms and eventually influence behavior. The positive outlook of the potential buyer should be used as an opportunity to focus on the positives of the product that is trying to be sold. In this case, an argument can be strengthened by it being packaged in effective heuristics. In addition, it is essential to determine the needs of potential buyers and the significance of the proposed product in their satisfaction. The Elaboration Likelihood Model is a theory that discusses two paths that one can take in persuading people.
Elaboration Likelihood Model
Advantages and Disadvantages There are several pros and cons associated with the elaboration likelihood model. One of trends in the history of development of science was the departure of man from the self-centered world view, when most aspects of reality were interpreted as human-like, as for example was the case with ancient anthropomorphic gods and attempts to explain natural events in notions similar to those used in everyday life. If the peripheral cue association is accepted then there may be a temporary attitude change and possibly future elaboration. Which route is used depends upon the desire of the individual to process information and their ability to understand it. This influence can be used positively or negatively. Amazon wants to persuade both people to purchase their new TV via their website. The elaboration likelihood model of persuasion.
(PDF) The Elaboration Likelihood Model and Communication About Food Risks
However, Marta very rarely makes online purchases and is particularly interested in getting value for money. Fewer information items are overlooked when engaging the central route and that creates a long-term belief structure, but only with resource investment. The Elaboration Likelihood Model claims that there are two paths to persuasion: the central path and the peripheral path. . On the virtue of the amount of effort that the person being persuaded has made on deciphering what the message is telling them, they will make a decision based on their thoughts.
Elaboration Likelihood Model Critique Essay Example
Factors Influencing Clicking of Banner Ads on the WWW. This can include cues to judgment, influencing thought direction, or impacting an emotional response. When elaboration is higher, people use central route processing requiring conscious cognition. . They are called Central route and peripheral route. In the classroom, teachers can augment their teaching with elaboration by 1 tying new concepts back to other material in the lesson through analogies like the one between respiration and photosynthesis and 2 draw connections between what students bring into the classroom and the new material.
Two Routes to Persuasion: The Elaboration Likelihood Model
An example of this is the cognitive dissonance theory. Specifically, the ELM has determined that when facing a message, people react by using either of two channels but sometimes a combination of both, too , reflecting the level of effort they need. The kind of information that is relevant to evaluating the merits of a product or issue can vary from situation to situation and from person to person. You could ask yourself why animal and plant cells differ, and how they differ. To explain this in terms of the car sale example, consider that the potential buyer is in a positive mood. .
Elaboration Likelihood Model of Persuasion
Elaboration Likelihood Model Definition The elaboration likelihood model ELM of persuasion is a theory about how attitudes are formed and changed. In my opinion, though the executional elements are important factors to consider when designing an advertising campaign, banner size and animation may capture attention more than stimulating meaningful interest suggesting that banner ads processed peripherally have little hope of affecting attitude. What Are the Variables and Consequences? Since it is so important to us, many researchers have come up with theories that help us to persuade people more effectively. If the message is consistent with prior attitudes, the individual will draw support arguments, while counter arguments will be brought forth if the message is counter attitudinal. It was due to the shortcomings of these researches of failing to explain how the positive and negative aspects influenced persuasion that influenced further researches to fill these gaps. What Is the Elaboration Likelihood Model in Psychology? The best model we have to understand persuasion is the elaboration likelihood model ELM.
Elaboration Likelihood Model of Persuasion: Examples & Definition
The Elaboration Likelihood Model Applied to Internet Advertising In just a few years, the Internet has established itself as a very powerful platform that has changed the way we communicate. However, someone overwhelmed with other events in their life is far less likely to do so. The thoughts that occur in the central route can be relatively objective fairly evaluating each argument , or they can be biased by other factors e. Download file to see next pages Read More The paper "Mass Media Campaigns" states that to ensure that the media campaigns are effective enough to attain its predefined goal to develop an adequately informed society, Corporation for Public Broadcasting should take a number of important aspects into concern when designing the media campaign. What does elaboration mean in the context of the model? Each process operates with a varying degree of function according to the levels of thought being used. The central route needs a thoughtful consideration of arguments which contains in the message.
Elaboration Likelihood Model of Persuasion Term Paper Example
A speaker who seems believable is an example of a situational indicator. Do you have any tips or additional comments? He did not engage the messages where we offered our goods with much need to get a good board like that one, now! This correction process is likely to occur under high elaboration, because it requires both motivation and ability to perform. The Elaboration Likelihood Model. Both motivational and ability factors determine elaboration. The variables that affect message processing in a biased way can produce either a positive favorable or negative unfavorable motivation or ability bias to the stream of thoughts that someone has around an issue.
Elaboration Likelihood Model Essay Example
The level of someone's elaboration can predict the likelihood that that person will then use central or peripheral route processing to assess the contents of the message. Sometimes we might mostly use Peripheral route processing with a little bit of central route processing. Central and peripheral routes of persuasion are not mutually exclusive. In contrast to relatively objective processing is processing in a relatively biased manner. Low planes of thought, such as simple exposure, use a different process than high planes of thought, such as a cognitive response process. Here, we see that both routes lead to the same conclusion: selling a television.
Elaboration Likelihood Model
On the other hand, the more negative thoughts that people have to a message e. When a person encounters some form of information, they can process it on varying planes of thought. Considering their latitudes the Tourism Minister will be able to think of a message that will persuade people from other countries to be more optimistic about flying. But, if the receiver still falls near the middle of the continuum, peripheral cues are still valued by the persuader. On the other hand, the peripheral route implies minimal effort and minimal elaboration. The effectiveness of banner advertisements: Involvement and click-through. It all happens so quickly that we dont realize it Students Response.